Framing the Game: How Positioning Brands in Competition Can Be Strategically Used to Increase Brand Value

Neeru Paharia, Georgetown University, USA
Jill Avery, Harvard University, USA
Anat Keinan, Harvard University, USA
We explore how the competitive context affects consumers’ responses to brands and find that consumers like small brands more when they compete with big brands and like big brands less when they compete with small brands. This effect is mediated through a process of politicized consumption.
[ to cite ]:
Neeru Paharia, Jill Avery, and Anat Keinan (2013) ,"Framing the Game: How Positioning Brands in Competition Can Be Strategically Used to Increase Brand Value", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.